In 2016 the Free From Cake sector alone grew by 8%*. And it’s not only on account of consumers shopping in response to specific allergens and food intolerances… there’s also a recognised trend of consumers choosing Free From options as part of a healthier lifestyle.

Carolyn Longcroft, Mr Kipling Senior Brand Manager, shares her excitement: “We’re delighted to be launching the new range. It will enable even more people to enjoy our classic Mr Kipling cakes and takes Mr Kipling into the Free From aisle for the first time - helping us expand the relevance of the brand and gain incremental space in store. We can't wait to see the response of shoppers!”